Advertising Basics For Growing Businesses

Bruce Kupper, founding partner of Black Twig Communications, gave a great presentation on marketing and advertising at a recent Commerce Bank Small Business Network meeting. 
One of his key points focused on building a strong customer database.  "Businesses always seem to be searching for new clients and ignoring their current clients," Kupper said.  "Build on the customers you have."
He also talked about some basic advertising strategies most growing businesses are ignoring today.  For example:
Retailers, low frequency/high recency.  Retailers never know when the time is right for a prospect to need their services.  So, it doesn't make sense to do heavy advertising all at once, according to Kupper.  That's why he believes, for retailers, in smaller positions (spots, ads) that extend over a longer period of time. 
B-to-B, surveys, tests, trials (trial offers), new products, new executions.  B-to-B marketers need to secure access.  These types of campaigns help marketers locate those who might utilize their products and services.
B-to-C, product benefits, uniqueness, production/development story.  Testimonials are big with this group and ads that tell consumers this product or service is something they need to buy.
All in all, Kupper believes 3rd party endorsements are the keys to building confidence and trust.  Testimonials, case studies and success stories will help businesses accomplish this feat.
--Ron Ameln, SBM